Over the last 20 years, sales of full-calorie soda in the United
States have plummeted by more than 25 percent. Soda consumption,
which rocketed from the 1960s through 1990s, is now experiencing a
serious and sustained decline.

Sales are stagnating as a growing number of Americans say they are
actively trying to avoid the drinks that have been a mainstay of
American culture. Sales of bottled water have shot up, and bottled
water is now on track to overtake soda as the largest beverage
category in two years, according to at least one industry
projection.

The drop in soda consumption represents the single largest change
in the American diet in the last decade and is responsible for a
substantial reduction in the number of daily calories consumed by
the average American child.